During 2010 and again in 2014 DEMA conducted marketing studies to determine recreational divers’ affinity for other types of activities (cross-over activities). In part these studies were conducted to help determine which types of promotional events could generate the greatest return on investment for DEMA Members and for DEMA’s own marketing programs, including the Pool Tour. The studies were also generated for the direct benefit for the entire recreational diving industry.
Both studies used statistically valid sampling to ensure that the data was useful for all. Customer lists from manufacturers, destinations and retailers were employed in the studies.